Market Analytics

Glossary

Vendor

A Vendor in Ignite refers to the business entity and technology provider that facilitates advertising or commerce. This encompasses two main types of providers:

• Marketplaces/Direct-to-Consumer Websites: These are the retail platforms where products are sold and tracked (e.g., Amazon.com, Walmart.com). They provide the commerce data (orders, sales) that Ignite attributes to advertising.
• AdTech Platforms: These are the advertising technology systems through which campaigns are executed and media is purchased (e.g., Amazon DSP, Google Ads, Meta Ads).

Channel

Channel is a composite data point within Ignite that uniquely identifies the combination of a specific Vendor and its corresponding Market. It provides a granular classification of where advertising spend is being allocated and where sales are being driven. This field allows for distinct analysis of performance across different platforms and their respective locales.

• Format: Typically represented as ‘[Vendor Name] [ISO Country Code]’.
• Examples: “Amazon DE” (representing Amazon’s platforms in Germany), “Google GB” (Google Ads activity in Great Britain), “Walmart Seller US” (Walmart Connect activity in the United States).

Understanding the Channel is vital for optimizing localized campaigns and products to compare performance across AdTech and retail integrations.

Market

Market defines the specific geographical region or country where advertising activities and sales are occurring. It is represented by a two-letter ISO Country Code (e.g., “US” for United States, “GB” for Great Britain, “DE” for Germany). This data point is essential for segmenting performance based on locale, accounting for regional consumer behaviour, currency differences, and market-specific advertising strategies.

Department

A Department is the highest-level category within the Amazon Browse Node Tree. It represents the broadest possible classification for a product, acting as the starting point for navigating the Amazon catalog.

For example, “Electronics,” “Grocery,” or “Home & Kitchen” are Departments. Ignite uses this field as a high-level filter to narrow your analysis to a major sector of the Amazon marketplace.

Browse Node

A Browse Node is the name of a specific category or subcategory within the Amazon product catalogue. It represents a precise location in the hierarchical structure of the Browse Node Tree where an ASIN is classified.

Ignite uses the Browse Node to enable granular filtering, allowing you to focus your market analysis on specific product niches (e.g., “Noise-Canceling Headphones,” “Espresso Machines”) and define your competitive set accurately.

Browse Node ID

The Browse Node ID is the unique numerical identifier assigned by Amazon to a specific Browse Node (category or subcategory).

This ID is the technical identifier that underpins the categorization system. Ignite leverages this unique ID to accurately map, retrieve, and filter data, ensuring the estimated sales and units sold are attributed to the correct, granular market segment for analysis.

Brand

A distinct identity or name under which a group of products is marketed and sold. In Ignite, the Brand represents the company or label owning the product portfolio.

Product

A specific item or service offered for sale. In Ignite, a product can be tracked across various eCommerce platforms, enabling a unified view of its performance.

Product ID

The unique ID for your Product, for products listed on Amazon, the Product ID will be the ASIN or ISBN. In other eCommerce channels, the Product ID will be the unique database ID for the Product.

Parent Category

The Parent Category is the name of the top-level Best Seller Ranking (BSR) category assigned to an ASIN by Amazon.

While it often aligns with the Department in the Browse Node Tree (e.g., both being “Sports & Outdoors”), the BSR categorization system can sometimes differ from the Browse Node hierarchy. It serves as the top-most category used by Amazon to calculate and display the Best Seller Rank.

Parent Category Rank

Parent Category Rank is the average Best Seller Ranking (BSR) achieved by an ASIN within its assigned Parent Category over the reporting period.

This metric gives you a high-level indication of a product’s overall sales performance against all other competing products within the broadest BSR category. A lower rank (closer to #1) signifies higher sales velocity in that large market segment.

Category

The Category is the name of the specific Best Seller Ranking (BSR) category an ASIN is assigned to, usually corresponding to a more granular level (sub-category) than the Parent Category.

This categorization is generally driven by Amazon’s proprietary algorithm and usually matches the Browse Node assigned to the ASIN. It represents the most relevant and specific competitive grouping for BSR calculation, such as “Noise Canceling Headphones” within the “Electronics” Parent Category.

Category Rank

Category Rank is the average Best Seller Ranking (BSR) achieved by an ASIN within its specific Category over the reporting period.

This is a critical metric for assessing an ASIN’s performance because it compares the product directly against its most relevant and immediate competitors within a specific product niche. A low (good) Category Rank indicates strong sales performance within your true competitive market segment.

Est. Units Sold

Estimated Units Sold is a proprietary metric generated by the Ignite platform that represents the estimated volume of individual product units sold for a specific ASIN (Amazon Standard Identification Number) within a defined category and timeframe on Amazon.

Our advanced machine learning model, powered by billions of real-time retail signals and a proprietary algorithm, calculates this figure to provide a highly accurate proxy for actual sales volume. This metric is essential for understanding product velocity, gauging market demand, and effectively benchmarking your products against competitors in your niche.

Est. Sales

Estimated Sales is a proprietary metric provided by the Ignite platform that represents the estimated total revenue generated from the sales of a specific ASIN or product grouping (such as a Brand or Browse Node) within a defined category and timeframe on Amazon.

This figure is derived by applying our proprietary algorithm to the Estimated Units Sold and factoring in additional data points such as average price. Estimated Sales allows Retail and eCommerce Managers to quickly assess market value, evaluate category size, and determine the overall financial success of both your products and your competitors’ offerings.

Est. Share of Units Sold

A percentage metric that quantifies your brand’s estimated volume of units sold as a proportion of the entire market within a specific, defined category or Browse Node.

$$\text{(Estimated Units Sold / Total Estimated Units Sold in Category)} \times 100$$

This metric allows you to understand your market penetration by unit volume.

Est. Share of Sales

A percentage metric that quantifies your brand’s estimated revenue as a proportion of the total estimated revenue generated by the entire market within a specific, defined category or Browse Node.

$$\text{(Estimated Sales / Total Estimated Sales in Category)} \times 100$$

This critical metric measures your overall category share by value.